Global Marketing: Market Selection, Entry Methods, and Strategies

This report discusses global marketing strategies, market selection, and entry methods used by companies like Unilever. It explores the importance of price, product, promotion, and place in global marketing. The report also provides insights into the success of Unilever in the international market.

Global Marketing

Executive Summary
Global marketing is often use by the businesses when they want to expand
their business at international level. Companies push their products and services in
other markets which may be other countries market and local markets as well.
International market are grabbing by the large organisations as they plan, manage
and produce the products worldwide level and make their brand name. In this
report, discussion on the global market selection is primarily involved. Unilever is
the largest organisation which operates huge chain of the business in 190 countries
so this company is considered for the report preparation. It markets entry modes
are discussed along with its selected marketing strategy which gives the idea about
how expansion takes place in the global market and become successful.

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................4
2. COMPANY BACKGROUND....................................................................................................4
3. MOTIVES AND TRIGGER........................................................................................................4
4. MARKET SELECTION..............................................................................................................5
5. MARKET ENTRY METHODS..................................................................................................6
6. MARKETING STRATEGIES.....................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

1. INTRODUCTION
Global marketing involves planning, managing, producing, marketing the products of the
company which wants to provide their products and services at the worldwide level. As
companies want to gain more competitive advantage in terms profitability, so they step into the
new markets at global level. This report carries company's market selection for selling and
marketing their products at the global level. It includes the entry modes of the business in new
market and establish their business. Organisation's marketing strategies which give the idea how
the companies operate their business at big level and achieve the success. This report is based on
Unilever company to do the analysis on global marketing.
2. COMPANY BACKGROUND
Unilever is UK based transnational consumer products company founded in 1929 by
Lever Brothers and Samuel van den Bergh. It is the leading company in the world, operating in
190 countries and its acquisition is approximately 400 brands. It generates €50.982 billion and
operating income €12.535 billion in 2018, and its net income is about €9.808 billion. Company
employed 155000 people. Now it became the largest group in the world. It is dual listed
company in which corporate structure support the two corporation to operate as a single unit in
two different countries. Unilever Plc in London and Unilever NV in Rotterdam (Keegan, 2017).
It provides food items, cleaning products, personal care, home care long with refreshment
products. It has acquired Brooke bond, Lux, Dove, Rexona, Sunsilk. Surf, Lipton, Ben and Jerry,
Dollar shave club, Knorr, Heartbrand etc. brands (De Mooij, 2018). As the demands increases in
the international market their acquisition increases, and they started their expansion to provide
consumer goods at affordable prices.
3. MOTIVES AND TRIGGER
Unilever is the international organisation which operates their business including,
production, pricing, and marketing in different countries of the world. As they have 400 brands
along with them they sue them to fulfil the requirements of the people at affordable cost.
Unilever wants to grab international market. Their motives are continued expansion, like
they cover the market in US, UK, Europe, China and India (Keegan and Green, 2016). It tries to

acquire more brands in more countries for their expansion. Along with the capturing global
market, they focus on productivity.
Its main motive is to enhance their profitability at low cost investment which become
successful.
Next they want to motivate their products in global markets. So, they can gain more
consumers for their products. It increased the demands of customers (Hollensen, 2019). As the
consumers demands changes continuously (Schlegelmilch, 2016). Unilever try to push required
product which match the consumer's requirement.
Unilever focus on the potential market which are developing and growing faster. It helps
them to achieve the customers' attention. Developing countries has more scope for the company.
It develops their business.
They focus on maintaining the brand image consistently in the market. It helps them to
improve the quality of their products. If people decline their quality then it will result in bad
market value which may down their market share (Helsen, 2018). So they emphasize more on
quality and pricing of their products.
4. MARKET SELECTION
International Markets where Unilever is operating
Consider the two markets for the company in which Unilever is operating in Netherlands
and Germany, it is selling the wide range of products in the these two countries. Company
entered these two markets as they found suitable environment in these countries fort their
business purposes.
International market 1
Netherlands possess sixth largest economy with increment of 1.5% in GDP, it is the best
sources for the investment in the global market by the companies, after US. Netherlands is
placed on 11th position in terms to export market in Europe. It's literacy rate is 99%.
Approximately 3000 euro are the salaries of the people in this country (Widyastuti, and et.al.,
2019). As the live better living standard. The export-import tax duties are much reliable.
International market 2
Germany has the fourth largest economy in the world and possess GDP growth up to
2.5%. It is recorded that it does trade worth $310 billion which is the highest in terms to achieve

the biggest exportable at worldwide. Average income of per person is approx 60000 euros a year.
Literacy rate is about 92% (Bartlett, 2016). Tax duties on the export is lower up to 20%. Such
conditions of Germany and Netherlands made Unilever to step in to global market.
Unilever is operating in these two international markets as these countries are prosperous
and people are aware of the things which are selling by the company according to the demands
of the market.
All these facts are considered by the Unilever to expand their business in these countries.
As these countries posses strong economic condition with stability so Unilever found it
compatible for their expansion, and they can easily operate the business activities. Unilever
focused on the income of the people so that they can fix the price of the products according to
their affordability (Hollensen, 2019).
5. MARKET ENTRY METHODS
To enter into global market, company needs to do the market research before entering in
new market. There are lots of market entry strategies available, but the one entry strategy does
not suit all the global market for entry (Hasan, 2015). It depends on the condition of the market
to choose the entry mode. There are various ways to enter into the market which are discussed
below.
 Direct exporting
 Licensing
 Franchising
 Partnership
 Joint Ventures
 Acquisition
 Piggybacking
Direct Exporting: in this strategy, company starts direct selling of the products in the market.
They hire agents and distributors for their business (Hollensen, 2019). They promote the
products and services of the company and become the face in that market of the business.
Licensing: it is the agreement type of, in which the rights of one company is transferred to
another firm to use their products and services for further business purposes. It can be used for

production and marketing (Steenkamp, 2017). It is beneficial when the other company holds a
good market share in which the company want to enter.
Franchising: it is used to expand the business rapidly. It is easy to establish the franchise in the
market in which the person is interested to take the brand in the local market. It makes possible
by giving its profit margin and rest is for the company.
Acquisition: as the company can acquire the other brand for the profit motives and enter into
that country's market. It is the deal in which company buy the other company and sell the
products of that company with their own name.
Partnership and Joint ventures: it is the easiest way tot enter into the market, as company want
to entry in particular market then can invest in the company and became the partners. Also, if the
company wants to open their new branch at international market they look for the partners or
joint ventures which hep to establish the firm (Hollensen, 2019). Then they haver proper division
of profits shares.
Piggybacking: in this mode, the company only like to make collaboration with the company
who has already established in foreign market. They want to approach the company for involving
their products and services in their company. It minimises the risk lo losses.
Unilever enter into the two international market Germany and Netherlands by direct
approaches and acquisitions (Mukiira, Musau and Munyao, 2017). They use the market entry
strategy according to the market condition which they want to cover. It minimises their risk in
those markets as they have done the market research previously which helped them to establish
their business. Along with stepping in global market they need to cross the barriers in their entry
points. Like they to complete the government policies of the country, need to analyse the
competitors, find the location for the offices and need to arrange the transportation for the goods.
6. MARKETING STRATEGIES
Marketing strategy is the technique which are used by the company to achieve their goal
by preparing a plan for the growth of their business. Simply it the attempt to market the products
and services, so that people get to know about them. Company approach the global the market
through planning to achieve the competitive advantage.
 Sending the personal emails to the public
 Start blogging about their products and services.

 Using the digital platform, like social media to promote the brand.
 Advertising (Wafler and Badir, 2017)
 Sponsoring the events at grand level.
All these things help to attract the consumers so that company need to plan the marketing
mix along with it. consists of the marketing mix which help them to prepare the Unilever their
marketing strategy. Marketing mix is bout the use of marketing tools by the business to sell the
services and products to consumers. It helps in developing the strengths and restricting the
weaknesses (Patton, DeLozier and Thompson, 2015). It helps to become stable and competitive
in global market. Improve in the profitability and quality.
6.1 4 P's Marketing mix
Price:
Company should identify the customer segment so that it helps to set the price of their
products. As they have to analyse the perceived value of the customer for products. As the cost
of the product is lower, it increases the consumers. Low and affordable prices are had to be
concerned by the company for accessing the more consumers and helps to gain potential buyers
as well.
Unilever set the prices of the products at reasonable cost so that the products are sold out
easily. As Unilever approach the developing countries to market their products, so they analyse
the economic condition of the country and according to it, they settle down at particular cost.
Like Netherlands and Germany, company has been selling consumers goods like home care,
personal care, food and beverages etc. products at good prices because the consumer of these
countries are highly potential to afford the products at high prices as well. They don't need to
bargain with the public (Hollensen, 2019). This helps in regulating wide range of the products at
good prices. So they continue look to enhance their productivity to meet the requirements of the
public. It helps them to gain competitive advantage and earn profitability.
Product:
Company ned to decide which product they want to sell. It should match the demands of
the consumers. Also, the products match the market trend which changes continuously. So, it
helps the company to define the products at earlier stage of start or enter into the global market.
Unilever provides various consumer goods like personal care in which soaps, body
lotions etc. are counted, next they provide home care products which include the cleaning agents,

surf et. Also, they provide variety of products in food and beverages like tea, coffee, biscuits,
chips, many more (Hasan, 2015). All such products are sued in daily routines by the people, so
they need it on the regular basis.
Unilever maintains the cycle of the selling of the products according to the demands.
They maintain their databases in each country according to the inventory so it does not loss the
company. In Netherlands and Germany all types of people can afford the products of the
company because these things are needed by every person in their daily lives.
Promotion:
Advertising, promotional activities, direct marketing. All the products needs to be
promoted using the print media or digital media. It helps the people to now about the products
and services, so they can buy it from the market (Hollensen, 2019). Promotion is the way of
communicating with the public to enhance the reach about your brand. It should contain all the
necessary details about the products and services.
Unilever has unique promotional strategy they only promote the product according to the
brand name which distinguish the brand from other products name or brands. People easily
identify the products in the market as the have the knowledge about the name.
Place:
Location is very important in terms to be accessed by the consumers so tat they can easily
buy the products from the market.
Unilever choose the location tot sell their products in new markets as they give the
distribution-ship or make agents for selling their products (Deep, 2017). Maximum supermarket
contains their products in their stores which make reliable to access by the public. As company
find the most promising way to enter into the market like acquisition it helps them to gain the
buyers easily. As the local people are aware of the products.
CONCLUSION
According to the report on international marketing for which Unilever is taken in
consideration for the study. It gives the idea about the global market selection is very necessary
because it is proved to be right or wrong in case of success or failures. Success is dependent on
the right international market selection like Unilever selected Germany and Netherlands for their
expansion. Businesses have to select the correct market entry mode, which leads them to lower

the risk of the losses. Like Unilever uses acquisition and direct entry for the business in global
market. It requires the proper analysis and research about the chosen market before enter any
international market. Further it consists the marketing strategies which are important to be
choose because it helps the company to stable in market and maintains its prestige in the world.

REFERENCES
Books and Journal
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Keegan, W. J., 2017. Global marketing management. Pearson India.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Keegan, W. J. and Green, M. C., 2016. Global Marketing, Global Edition. Pearson Education
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Schlegelmilch, B. B., 2016. Global Marketing Strategy. Management for Professionals.
Helsen, K., 2018. Sustainable Marketing Strategies: Overview.
Widyastuti, S., and et.al., 2019. Customer Trust through Green Corporate Image, Green
Marketing Strategy, and Social Responsibility: A Case Study. European Research
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Bartlett, C. A., 2016. Unilever’s New Global Strategy: Competing through
Sustainability. Harvard Business School. pp.916-414.
Martin, O., 2018. Marketing Influences through Strategic Campaigns and Sustainability.
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building brand equity: A case of selected Unilever Tanzania brands. International
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Big Three Soapmakers. In Proceedings of the 1989 Academy of Marketing Science (AMS)
Annual Conference. (pp. 117-122). Springer, Cham.
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